A closer look at the humanitarian + career categories sections on the Air Force 'Up is an Attitude' campaign page.
An idea for the career categories was to break the categories down into more conversational copy. For example, 'Aviation' becomes 'I'm here to fly' and 'Healthcare + Science' becomes 'I want to help those in need'.
Full case study: http://alexdale.com.au/work/air-force/
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